Media
Media
Media
Advertising media
Advertising media
Meaning
Advertising media refer to the various communication channels or platforms through which advertisers transmit their
promotional messages to the target audience. These channels can be broadly categorized into traditional media and digital
media:
1. Traditional Media: Includes channels such as television, radio, newspapers, magazines, outdoor billboards, and
direct mail.
2. Digital Media: Encompasses internet-based platforms like websites, social media, search engines, mobile apps,
email, and digital displays
Definition
Advertising media are the means through which advertisers convey their messages to their target audience, encompassing
both traditional (e.g., TV, radio, print) and digital (e.g., internet, social media) platforms.
Media Planning
• Definition
Media planning is the strategic process of selecting the best media outlets to deliver
advertising messages to the right audience at the right time, with the goal of
maximizing the impact and efficiency of the campaign.
• Meaning
Media planning is the strategic process of selecting and scheduling the optimal mix of
media channels (such as TV, radio, print, digital) to deliver advertising messages
effectively to the target audience, maximizing the impact of the campaign within
budget constraints.
Process of Media Planning
1. Understanding Marketing Objectives: Identify the specific goals of the advertising
campaign, such as brand awareness, sales promotion, or customer engagement.
2. Identifying Target Audience: Define the demographics, psychographics, and behaviors
of the audience most likely to respond to the advertising message.
3. Setting Media Objectives: Establish clear goals for media reach (number of people
exposed to the ad), frequency (how often they are exposed), and impact (desired effect on
audience).
4. Media Strategy Development: Determine which types of media (e.g., TV, radio, digital)
are most suitable based on audience profile, budget, and campaign objectives.
Process of Media Planning